广告商、代理商和出版商可利用世界领先的成果衡量数据集的洞察力，做出数据驱动型决策、优化预算并预测销售投资回报率
Sept. 17, 2020 – Nielsen (NYSE: NLSN) today announced that it is launching Nielsen Compass, a powerful, world leading database that leverages the company’s global scale to establish syndicated normative (norms) standards for campaign outcomes measurement. The dataset covers critical elements from marketing campaigns including brands, pricing, promotions and media platforms providing a common measurement language across advertising buyers, sellers, and agencies. Each year the aggregated dataset is updated with approximately 25,000 campaign ROIs, 100 categories and 50 countries.
C-suite高管要求他们的营销计划具有更强的责任心和影响力。有了尼尔森指南针，营销人员就能做出数据驱动的决策，优化电视、数字视频、展示、社交、搜索、平面媒体、户外媒体和广播等跨媒体营销活动，从而为广告支出带来最大回报。例如，利用尼尔森指南针（Nielsen Compass）的品牌能够优化和提高其跨媒体投资的效果，比仅依靠市场感知和直觉进行媒体分配的品牌最多提高了 70%。该数据集可根据客户需求提供灵活的交付方式，包括交互式用户界面、通过文件交付进行高级计算的动态报告，以及直接输入尼尔森媒体规划套件。
“There has never been a more dynamic and challenging time to be a marketer. Each year, billions of advertising dollars go to waste as marketers rely on incomplete data when making decisions on their cross-media strategies especially when attempting to scale across countries and brands,” said Matt Krepsik, General Manager, Planning & Outcomes Products, Nielsen. “Our mission is to deliver outcome measurement around the world so marketers can maximize their ROI, move with velocity and be budget friendly. We launched Nielsen Compass as an answer to an industry calling for better outcome reporting measurement.”
Nielsen offers robust predictive outcome measurement to optimize media spend in a matter of days by leveraging advanced machine learning models that combine Nielsen Compass data and marketers’ media allocation plans. With a localized lens by country, brand, category and media platform, Nielsen enables advertisers, agencies and publishers to maximize every ad dollar in their campaign with consistency, transparency and collaboration across the media value chain. Advertisers and agencies are able to collaboratively make data driven budgeting and planning decisions with greater coverage of the portfolio. By working closely with media buyers, publishers now have scaled insights to prove the value of their platform over another and better monetize their ad inventory.
随着投资回报率和财务指标日益成为企业高层关注的焦点，以证明投资的合理性并促进增长，营销人员正在积极寻找能够提供准确、无缝和可信的大规模结果测量的新一代解决方案。随着这项服务的推出，尼尔森将在全球范围内提供结果测量和投资回报率指标，使营销人员能够始终确保自己处于领先地位。
关于尼尔森
作为受众测量、数据和分析领域的全球领导者，尼尔森影响着全球的媒体和内容。通过我们对人们及其在所有渠道和平台上的行为的了解，我们为客户提供独立的、可操作的情报，使他们能够与受众建立联系并进行互动--无论是现在还是未来。
An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media.
联系方式
尼尔森
高尔基-德洛斯-桑托斯
gorki.delossantos@achrysanthou
尼尔森
埃莉诺-克鲁姆
eleanor.crum@nielsen.com
